The primary purpose of an advertorial is not just to promote a product, but rather to educate and inform the reader. 


An advertiser still pays a publisher to publish their ad. But the content is more detailed than a traditional ad in order to help the consumer better understand the product.

Characteristics of an advertorial:

  • Includes a “call to action”.
  • Disguised to look like an article.
  • Includes disclaimer words, such as “sponsored, promoted by, or paid ad”.
  • Contains opinions and research about a product.
  • Designed to represent editorial content.

L’Oréal Paris printed this advertorial in a copy of Seventeen Magazine. This advertorial provides readers with suggestions and value so they better understand the product.